Bringing TV to Life, Issue II: The Race to Dominate the Future of TV

The fast-developing convergence of the Internet and TV known as over-the-top TV (OTT-TV) is revolutionizing the broadcasting industry and has the potential to transform the market for every player—both established and those that are just emerging in this exciting and dynamic environment.

In this second Point of View in the “Bringing TV to Life “ series, we focus on outlining the new competitive environment that is forming around OTT-TV. We examine some possible scenarios that may emerge as a result of the competitive trends we see in the market. And to complete the picture, we draw on dedicated OTT-TV research to understand how consumer behavior is exerting a powerful influence, reformulating traditional thinking and industry approaches to shape a new and very different world of TV, full of opportunities and challenges.

Accenture’s analysis will help readers:

• Understand the drivers behind the acceleration of Internet TV, the challenges faced by different players in the market space, and some of the enablers that could facilitate mass adoption.
  
  
• Explore the increased competitive pressure placed on the broadcast sector by Internet TV.
  
  
• Understand the keys to success for the main types of OTT-TV players—especially broadcasters and telecommunications companies—based on four types of power each possesses: content, service, device and cloud.

This report highlights several capabilities required by all competitors, including:

• Establishing a presence across non-proprietary devices and platforms, including connected TVs and gaming platforms.
  
  
• Providing seamless integration across both linear and non-linear services on hybrid broadcast and broadband devices.
  
  
• Leveraging consumer insights to develop tailored and personalized video services across all IP-based platforms.
  
  
• Developing effective partnerships across the industry value chain.
  
  
• Attracting and aggregating content and value-added services from a variety of sources.

In assessing the competitive marketplace for OTT-TV, Accenture believes that, instead of today’s “all against all” battlefield, the situation will come to resemble a chessboard, where alliances, partnerships and commercial collaborations among disparate players will become keys to success.

Speed to market and agility are must-have qualities in this space, but so is the ability to assess and understand the complementary capabilities of other companies, including competitors, rewarding them accordingly to ensure a larger slice of the overall pie.